image description

Welcome Letter

"The place to improve the world is first in one's own heart and head and hands, and then work outward from there." Robert M. Pirsig's Zen and the Art of Motorcycle Maintenance: An Inquiry into Values.

image description

It's no secret that I love my motorcycle. I find the writing of Robert M. Pirsig, a fellow biker, inspiring. His first book is a classic, and his reflections on how "to improve the world" have served me well...

When I decided to start up a hardwood flooring business in 1999, I wanted it to be different. I wanted to help people live better lives by providing flooring and custom wood finishes that reflect who they are - their personalities and values. I wanted to help homeowners bring to life their vision of what their home should be, how to make it divine for them.

I started with what was in my "head and heart and hands." From this road map, I "worked outward." The road ahead was certainly not smooth. What great bike trip ever is? But the small, essential milestones our team achieved in those early years fueled our commitment.

And what was that commitment based on? Four guiding principles:

  • #1 Be unique and specialized - don't do what everyone else is doing
  • #2 Understand that quality must never be compromised
  • #3 Work with a team that is dedicated to being the best everyday
  • #4 Lead the way in sustainable forest management and stewardship

Fast forward to today, sixteen years later. Divine Flooring is a multi-award-winning designer flooring company dedicated to revealing the stunning beauty of natural wood. Based in Calgary, with additional locations in Edmonton and Vancouver, we've built our business in the fastest growing housing market in North America - western Canada.

I want to personally welcome you to our website, and invite you to travel though it at your leisure. I know you'll enjoy the views.

You'll see that we take the road less travelled. We showcase high-end flooring and custom wood finishes in new, elegant showrooms, paired with exceptional services. Through partnerships with global suppliers and manufacturers, dealers in Canada and the United States, and our huge social media presence, we now proudly serve the entire North American market. Our premium hardwood floors are consistently recognized at national home builder shows for their beauty and durability.

More importantly, we help create homes that become the heart and soul of life for their owners. That turns the place "where we live" into the place "where we love to live"... And that's a journey worth taking.

Life is a gift. Let's make it divine.

Carlos Soares

Carlos Soares President